The Color Of Your Company Logo
Some of you may be asking yourself, “Oh, c’mon. Is this really important? The Color of Your Company Logo? Are you kidding me? Really?”
No, we’re not kidding you. Just like we weren’t kidding you about getting a domain name of your own, so that you could have an email with your company’s name as the domain name, instead of using firstname.lastname@example.org as your business email address for your gift shop downtown in the business district.
Just like then, I’m sure we’ll have people saying, “Oh, no one cares about that. Customers don’t care, it’s completely meaningless.”
But, they do care. Whether it’s conscious or unconscious, it registers with customers. And if it’s registering wrong, then it’s hurting your business. Which hurts your balance sheet.
If you ask small business owners why they picked the colors they did for their logo, they tell you it’s because they liked those colors. Or, sometimes, they’ll say they didn’t pick the colors, the person that did the logo for them picked the colors.
That is definitely the wrong way to make those important decisions regarding your logo. Color is incredibly important because color triggers emotion in human beings, and certain colors are associated with certain emotions. For instance, if you want people to trust your business, then red, or shades of red, is a very bad choice. Red has positive attributes, but trust is not one of those attributes. On the other hand, if you have a high-end hair salon, blue would be a bad choice for your business. The emotion of color is a science; one that’s been around for a long, long time, and to simply ignore it is folly for you as a business owner.
Now, color by itself is not the end-all and be-all of what makes a business logo powerful and representative of your company and its product/services. As mentioned before, there is a lot of research and science around these things, and companies spend very large sums of money when they decide on a logo, and they spend vast amounts of time and money before they decide to change a logo they’ve had for a long time. And they also spend a lot of time worrying after they make changes to an existing logo, waiting to see how the public will react. There are so many things besides color that make a logo a great logo, but color is by far the easiest thing to get right, and you’re small business owners, you’re not Apple or Exxon, you’re probably not loaded, so we’re talking about the color of your company logo today. There’s an excellent infographic on the subject of logos in a past issue of Entrepreneur magazine – read it, memorize it, and make decisions with that knowledge.
Just as an interesting exercise, here is a visual chronology of Mazda’s logo, starting in 1962:
Yes, a lot of twists and turns before they found a logo they’re happy with, but sometimes it happens like that. If your logo isn’t working for you, you can switch up.